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Market is mainly driven by the factors such as growth of product availability and awareness among consumers Rise in pet ownership in many Asian countries has led to increased consumption of pet food. The private label sales in U.S. are also expected to increase in the near future as consumers have started looking for cheaper and equally effective products. Major restraint of the market is increase in essential raw materials such as corn, soybeans, and wheat, which in turn led to an increase in the price of most protein sources. Issue of rendered meat is also hindering the market. Concerns over the use of pesticides, genetically-modified organisms or artificial flavors in the pet food led to increase in demand for pet food containing balanced diet with organic proteins, vegetables, rice and less fillers are continuing to grow, creating an opportunity for organic pet food.